مجلة البحوث الاقتصادية والمالية
Volume 12, Numéro 2, Pages 716-740
2025-12-25
Digital Transformation And Banking Sustainability: The Case Of Bnp Paribas El Djazaïr Facing New Models Of Digital Marketing And Financial Inclusion
Authors : Haddad Zahoua . Akkarene Rim . Chitti Mohand .
Abstract
This research looks at how digital changes are affecting bank marketing strategies, especially how they help make financial access more sustainable. By studying BNP Paribas El Djazaïr, it explores how going digital changes marketing value, customer connections, and long-term success for banks. The findings show that using tech (like AI and online banking) is a key way for banks to innovate responsibly and use sustainable digital marketing. The bank in the study shows a good mix of new tech, better customer experiences, and social responsibility. This proves that going digital can boost marketing results while supporting sustainability and making finance more accessible. The research provides insights for understanding "Marketing 5.0" and offers tips for banks in developing countries that want to balance digital transformation with social responsibility.
Keywords
Digital transformation ; Digital marketing ; Banking sustainability ; Financial inclusion ; Corporate social responsibility
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